Billboard Ads

Client: enobia Pharmaceuticals (now Alexion Pharma)
Agency: Ogilvy
Role: Designer
Creative Director: Patrick O'Grady

Hypophosphatasia (HPP), a rare metabolic bone disease in young children, requires necessary x-rays to detect. In order for the disease to gain proper attention, large billboards ads were placed. Emotional strings were pulled using a light-hearted image of child and parent interrupted by a harsh medical x-ray showing the outcomes of the illness. Intended as a wake-up call to take HPP seriously.